Like any other marketing strategy, a social media marketing plan must make financial sense before implementation.
And as always, measuring success is tough. So, often, marketers would just take the convenient way out by eliminating projections and ROI measurement in a proposal.
The end conclusion is often a “NO” as management couldn’t see how it would improve revenue growth. This could be avoided if we knew how to use numbers to support our plan.
Backing Up Your Plan With Numbers
1. Identify the goals of your social strategy: What’s the plan for? Is it for awareness building, direct selling or customer service? We need to identify these goals clearly to be able to measure them accurately.
2. Explain the communication flow: Explain how your social strategy would help to achieve the goals you set. Drawing out a diagram could help explain things better.
3. Explain measurement methods: Link the right measurement methods to your goals. If your social strategy aims to build brand awareness, tracking brand mentions and sentimental ratio would be essential. The key here is to measure what matters.
4. Identify success: Put value to success. Say 100 brand mentions per week and a 14:1 sentimental ratio. This figure should grow as time passes.
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